Frilly offers custom made to order fashion online

Frilly is a new e-commerce platform that allows customers to easily make design changes and customize garments for quick order of unique pieces.

Frilly.comIn addition to four in-house lines offering basics, shoppers can customize pieces for one of a kind looks.

Jeni Ni is Frilly's Chief Marketing Officer and co-founder. She has a background in fashion and marketing and was inspired to create the site out of the common shopping occurrence of finding a garment and then being deterred from buying it because of an undesirable design element.

Ni explains, "We wanted to give that personal experience back to the customer and give them a hand in their own designs."

She cites zippers, embroidery, hemlines and fit and flare of pants as some of the details that can be altered.

Ni says, "Those little details can change something and then once you find your fit you can order it in multiple different ways and just change a little something.”

A team of designers and creatives, with experience ranging from Monique Lhuillier to Calvin Klein and Marc Jacobs, help consumers make their changes. Necklines, sleeve styles and other technical design elements can be changed. Customers can also change color and see their creations on models through renderings made by Frilly's proprietary 3D software.

Ni explains, "We’re taking the Old World atelier experience and bringing it to you in a digital way."

The company also focuses on sustainability. All garments are made chemical-free. They are washed in-house and made to order to reduce fabric waste. Excess fabric is incorporated into the next season's line for increased sustainability.